Jasmi Bonnén 

NUORI was founded by Jasmi Bonnén in 2015 with a philosophy rooted in freshly blended skincare which gives the unique opportunity to create the purest formulates with the highest level of efficacy.

  1. Our products can be kept truly pure and highly potent, as no synthetic preservatives or other additives are needed to artificially prolong the stability and shelf life of the products.
  2. The efficacy of any given NUORI formula is higher since active ingredients are not weakened by time-related breakdown.

The idea for my own skincare range came to me already while I was working at L’Oréal. This was over 10 years ago, and at the time we were implementing the new EU rules for labelling of cosmetics. One of the new requirements was that all cosmetic products should have a visible expiry date. But there was an exception to this rule: If a product has a minimum durability of more than 30 months (meaning 2.5 years or more), it does not need to have an expiry date. Not surprisingly, these 30 months very quickly became the industry standard for shelf life.

When I became aware of this fact, I began looking for information about the effect of time on cosmetics. I was surprised to find several studies showing that commonly used active ingredients, such as vitamins, start losing their beneficial properties in just a matter of a few months after blending because of oxidation. Another downside of long shelf life is the use of synthetic preservatives and other additives, which are needed to preserve and stabilize the formulas over time.

I became more and more convinced that there was a need for a fresh skincare alternative on the market. And it is a bit over four years ago, I finally gathered up the courage to quit my comfortable corporate job and take the frightening leap into entrepreneurship.

The NUORI philosophy is called ‘Fight for Fresh’ and our concept is built around skincare being simple, fresh and clean; hence our tagline ‘Fight for Fresh’. By now, we all know that fresh food is much more beneficial to us – it is more nutritious and has less additives. If we apply the same logic to skincare, I am certain most women would rethink stuffing the cabinets and hanging on to their products forever.

And to ensure this high level of freshness, our NUORI products are blended in small batches every 10 to 12 weeks in the laboratories and promptly delivered to our retail partners around the world.

NUORI does in fact mean “young and fresh” in Finnish. I am originally from Finland and found this name suitable for both our freshness concept and as a reference to my background and heritage.

Even though I’ve worked in different fields, I have always remained passionate about the beauty industry.

As a little girl I loved watching my mother put on her makeup and I was always begging her to let me try her products. On my 10th birthday she gave me the cutest little makeup set with an electric blue(!) mascara, pearlescent white eye shadow and a pink lipstick and I treasured it!

Explore our fight for fresh and Jasmi’s favorites products.